2. Why campaign? Brand basics Linking the campaign brand with the institutional brand Getting started Making the case—connecting with donor interests Process & channels 10 creative principles Case study & examples 2 Lipman Hearne | Development Dialogues Today’s Agenda
11. (Or, define your present activities in compelling ways)5 Lipman Hearne | Development Dialogues
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15. $1.25B+ raised in Q2 2010Donor confidence stabilizing Institutional need still present—particularly in regard to public institutions in challenged states 7 Lipman Hearne | Development Dialogues
66. Provides stakeholders a reason to strengthen affiliationMost important: It makes a promise that you can keep Lipman Hearne | Development Dialogues
67. “Don’t let your mouth write no checks your a** can’t cash.” —Bo Diddley 26 Bo knows… Lipman Hearne | Development Dialogues
68. 27 Lipman Hearne | Development Dialogs Payoff The reward that our stakeholdersderive from affiliation Pledge The sustaining beliefs and values that motivate us Personality The face we show the world BIG IDEA The essence of the brand Lipman Hearne Proof The verifiable assets and attributes that enable us to claim that positioning BrandPlatform Competitive Positioning A clear understanding of where we stand relative to other organizations and to our audience’s knowledge and expectations Competitive Positioning The fundamental focus of the organization
105. Channels and tactics across the campaign continuum PRE-QUIET/QUIET ADVANCEMENT PUBLIC Case Development Campaign Brand Assets Reputation Management Digital Community Engagement (Social Media) Identity System & Guidelines Collateral Materials Solicitation/Cultivation Materials Campaign Brochure Digital Community Engagement (Social Media) Global Launch Mass Solicitation Campaign Website Digital Community Engagement (Social Media) Campaign Video Campaign Content Across All Channels Public Lipman Hearne | Development Dialogues 38